ROADS: Romanian online advertising in 2012 – RON 98.6M

The total reported value of Romanian online advertising market in 2012 is of RON 98.6M, according to a newly released wave of ROADS, a study made by PwC Romania and IAB Romania.

According to study’s data, the local online advertising market had, last year, a 7% increase compared to 2011.

In 2012, the online advertising market reached to RON 46.6M in S1 and RON 52M in S2, with an 11% increased from one semester to the other. When it comes of S2, the increase was of 8% in 2012, compared to the same period in 2011.

Telecom was the sector that dominated Romanian online advertising market in 2012, followed by Financial and Auto, both in S1 and in S2.

The digital formats used most frequently last year were the embed ones, seconded disruptive ones and sponsored content.

Marketing opportunities in online are now well understood by ad agencies, media agencies and advertisers and the challenges are tied by implementing online communication strategies as well as possible, in a way to reflect in the evolution of ad clients’ businesses. In these circumstances, Romanian online advertising market got close for the first time, last year, by the psychological RON 100M milestone, a milestone that it will get over, no doubts, this year

Bogdan Belciu,

Partner, Management Consultancy Services  – PwC Romania.

ROADS is positioning as the most important study for the Romanian online advertising industry. Launched in 2008, ROADS offers relevant data on net budgets generated by online advertising. The most recent edition of ROADS covered S2 2012 and collected data from 22 companies that represent around 1,420 Romanian websites.